There is hope on the horizon

I note with interest Rupert Howell’s comments in Horizons regarding the evolving of marketing agencies in order to provide result-led business programmes for more demanding and better-informed clients.

While I agree with much of his argument, I believe his vision of splitting the creative and production offering into separate entities, is a backward step. In a market more competitive than ever, and under constant financial restrictions, it has become a priority for agencies to produce and implement advantageous creative campaigns.

Over the past few years, marketing agencies have had to continually change their offering to suit the ever-changing demands of clients.

Current trends have seen significant pressures placed on in-house marketing staff, which for the most part, filters down to the relationship with the consultancies. Our response, as an industry, has been to provide strategic counsel, or at least promote the concept even if in some cases, the reality is untrue.

The key to a successful future for consultancies is to prove not only that they can offer business and results-led strategic guidance, but also produce and implement these campaigns as well.

The challenge now, is to identify areas of growth where agencies can begin creating wealth for our clients, rather than releasing it. It is in such sectors as the digital market, where consultancies can deliver and implement high-end, results-led campaigns developed in house and to reasonable margins. With such offerings in place, marketing agencies can look forward to a productive and profitable future.

Martin Osman

Managing director


Haywards Heath, West Sussex

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here